Buick Revises the Tri-Shield Insignia for its Cars

Buick is bringing color back to its tri-shield nameplate on its vehicles. The red, silver and blue shields are back and will debut on the 2017 Buick LaCrosse. All Buick vehicles will subsequently receive the new shields by 2018.

“The new tri-shield insignia represents the next chapter in Buick’s storied design history and introduces a new face for the brand,” said Duncan Aldred, vice president of Global Buick. “It’s a progressive, contemporary design reflective of Buick’s newest vehicles and cognitive of the brand’s heritage.”

Introduced more than 55 years ago, the tri-shield design has its roots in company founder David Dunbar Buick’s ancestral heraldry. It has evolved over the decades, but honors the proportions and historical origins of the original.

Aaron Turpen
An automotive enthusiast for most of his adult life, Aaron has worked in and around the industry in many ways. He is an accredited member of the Rocky Mountain Automotive Press (RMAP), the Midwest Automotive Media Association (MAMA), the Texas Auto Writers Association (TAWA), and freelances as a writer and journalist around the Web and in print. You can find his portfolio at AaronOnAutos.com.